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AI-Augmented Coaching

An online experiential course for AI-curious coaches.

Learn how to use AI to augment your existing coaching experience and practice - no coding, no gimmicks, and without replacing what makes you a uniquely human coach.

Cohort 1 is open now. Places are limited to 6 participants. Applications are reviewed and places offered individually.

Apply for Cohort 1

What you'll learn:

The course's Guiding Principle is simple: AI should deepen what makes you an exceptional coach, not dilute it. The professional wisdom, judgment, and human presence you've spent years developing are the point. AI should be in service of that.
  • Session 1: Context, then practice 
    Introduction to the AI landscape, the cognitive science of working alongside AI, and your first hands-on tool: recording, transcribing and summarising sessions.
  • Session 2: AI as your personal coaching Supervisor
    Your personal AI Supervisor - setting up a GPT to assess and challenge your own coaching performance.
  • Session 3: Ethics, confidentiality & contracting with clients
     How to navigate confidentiality, introduce AI to clients ethically, and co-create your own contracting checklist.
  • Session 4: Creating client GPTs
     How to build a personalised GPT for your client - accumulating context from transcripts, 360s, and assessments over time.
  • Session 5: AI as your personal learning partner
     Roleplaying new coaching techniques - using AI and source documents to rehearse, reflect, and accelerate your development.
  • Session 6: Expanding your AI toolkit & looking ahead
     Additional use cases (360 feedback, Expert Mentors, data synthesis) plus facilitated reflection on takeaways and next steps.
The course content and design draws on research into how adults develop genuine expertise, not just knowledge, but the kind of practiced, embodied mastery that defines great coaching - the sessions are structured to accelerate your learning without bypassing it. You'll think before the AI does. You'll experiment before you conclude. And you'll leave with something more useful than a set of techniques: a considered, personalised approach to AI that reflects who you are as a coach and how you work.

You'll get value from this course if you are:

  • A practicing executive and/or leadership coach with an established body of experience.
  • Curious about AI but sometimes overwhelmed by the hype and not sure where to start.
  • Perhaps you’ve opened ChatGPT and asked it a few questions, but haven’t gone much further.
  • Protective of the human element of coaching - connection, intuition, presence, mastery.
  • Worried about falling behind, whilst deeply sceptical of “AI will replace coaches” messaging.
  • Looking to augment your existing coaching practice, not create an “AI version of you.”
  • Deeply mindful that if using AI in your practice, you do it in the most ethically considerate way.
  • Keen to be part of a community that shapes the future of AI in coaching, rather than just be shaped by it.
  • Ready to bring genuine curiosity, not certainty. You don't need to know where you stand on AI yet.

What you won't get from this course:

  • A library of prompts to copy and paste. AI fluency is about conversation, not collecting shortcuts.
  • A way to do less coaching. This is about doing better work, not less of it.
  • An AI system that replaces your judgment. If you want AI to do the coaching, this isn't the course.
  • Productivity hacks or time-saving tips. The focus is quality of practice, not speed of delivery.
  • A definitive answer on ethics. You'll leave with a framework for your own decisions, not a rulebook.
  • A course on building or marketing your coaching business with AI. There are other courses to help you with that.

How much does it cost?

Cohort 1 introductory price: £350 (inc. VAT)

This is a deliberately introductory rate for the first cohort, reflecting where I am in the course's development, and recognition that participants are shaping what it becomes. Standard pricing for future cohorts will be £695 (inc. VAT).

What's included:

  • 6 x 90-minute live sessions via Zoom.
  • Beginning 16th April, run across 8 weeks, structured in 3 blocks with an experimentation break between each.
  • Maximum 6 participants
  • Session recordings shared after each session.
  • A growing community of coaches doing the same work.

Payment note: Places are offered by invitation after a short application review. You'll receive a payment link once your place is confirmed. Payment is by card via Stripe.

What coaches who've tried it say:

I'd been curious about AI but hadn't figured out how to use it meaningfully with my coaching. I was already transcribing my sessions but just reading back through them manually. What really landed for me was using it as a thinking partner for my own development, surfacing things about my practice I wouldn't necessarily spot myself.

I also appreciated the emphasis on using AI ethically and intentionally. It’s not about replacing our judgement or the depth of learning we bring as coaches. It’s about enhancing the reflection we already do and strengthening the quality of our work. Richard makes it feel accessible and practical, even if you're starting from scratch.

Hanh La-Bell
Career Coach for Introverts in Tech

I'd been using AI tools here and there but never in a deliberate way with my coaching. Richard's course helped me see how these tools could genuinely augment my practice, particularly around self-supervision and reflecting on my own patterns.

I left wanting to go off and play around with it myself, which I think says a lot.

Sanja Molll
Founder Coach

I've been curious about AI for a while but kept blocking myself, mostly around confidentiality and not knowing how to start in a way that felt safe and ethical without anyone to think it through with. I just didn't.

These sessions changed that. I came away with a clear sense of first steps and immediately started rethinking how I onboard clients and prepare for sessions. I also realised I need to bring this to the associate coaches in my practise - because if I'm going to integrate AI, so do they. If you've been meaning to explore this but haven't found the way in, this is it.

Antonette Botes
Executive Coach

FAQs:

Cohort 1 Schedule

Session 1: Thursday 16 April, 10–11:30am BST
Session 2: Thursday 23 April, 10–11:30am BST

Experimentation break: 24 April – 6 May

Session 3: Thursday 7 May, 10–11:30am BST
Session 4: Thursday 14 May, 10–11:30am BST

Experimentation break: 15 May – 27 May (half term)

Session 5: Thursday 28 May, 10–11:30am BST
Session 6: Thursday 4 June, 10–11:30am BST

Dates have been chosen to avoid UK bank holidays and school half terms.

Your guide (and fellow experimenter):

Richard Hughes-Jones has been an executive coach since 2015, working with founders, CEOs, and senior leaders in high-growth technology businesses. Before coaching, he worked at Deloitte and HM Treasury.

He's been experimenting with AI tools in his own practice for the past two years, not as an AI expert, but as a fellow practitioner working out what's genuinely useful and what's hype. That experimentation is what this course is built on.

Cohort 1 is open now. Places are limited to 6 and reviewed individually. The application takes just a few minutes to complete.

Apply for Cohort 1
Questions? Email course@richardhughesjones.com